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Five Minutes With: Mark Cooper, Offerpop cofounder

What are your biggest opportunities & challenges for next 12-24 months?

This is the year of the consumer. In the past, we have focused on defining the best content and cross-channel strategies to engage consumers. In 2015, we will focus our efforts on defining consumers and the best investments in real-time actionable data, consumer experiences catered to psychographics, and best practices for infiltrating the buying process and leveraging the consumer lifecycle.

Our mission is to educate CMOs and digital marketing professionals to identify consumer touchpoints and understand audience segmentation through affinity data. We see an incredible opportunity for brands to separate their audience personas and use technology to deliver the most impactful marketing messaging yet. We want to move forward with the consumer at the forefront of our minds, all the time.

What are some unmet needs in marketing technology landscape?

Breaking the 4th wall. There is a drastic need for platforms and guides that improve personalization and strengthen that 1:1 relationship between brand and consumer. We have endless sources of data, but if the data is scattered, incomplete, or (worst of all) has no direction for implementation, then what good is it, truly?

The ability to translate big data is a handicap that will cripple brands’ digital strategy this year. Martech needs to support audience understanding and activation, and support easy-to-implement 1:1 marketing strategies and campaigns.    

What keeps your clients up at night?

Decoding big data. It’s an ongoing issue for many marketers, even the most seasoned in digital.

How then can they use that data to build branded experiences for the right audiences.

What social network do you anticipate accelerating growth in the next year?

I believe the next year will bring about major segmentation changes for each network. This recent demographic research demonstrates that each major social network will see growth among varying demographics and personality types. Seniors don’t like selfies, and that doesn’t appear to be changing anytime soon; therefore, a network like Instagram is going to grow, just not among an older audience. We need to monitor the types of audiences growing on each network rather than simply focus on the overall growth.

What’s the hardest thing to educate clients about?

Tying business goals to digital marketing efforts. There isn’t a marketer alive that doesn’t want to impact their bottom line using marketing technologies, but establishing a correlation between work and ROI continues to top the list of challenges our clients face. 

2015 will be all about:

Removing the mindset that consumers must come to brands. We have to understand our consumers and pinpoint where in their journey they like to interact with brands, and most importantly, how they want to be approached by a brand in that space. Knowing the audience is just as important as knowing the overall market, and this year will separate the two and deliver major benefits to the leaders of audience activation. 

Mark Cooper is cofounder and SVP product marketing and customer success at Offerpop.

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